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Question 2: Won’t the user experience with a third-party integration feel like a third-party integration?

This question is one that impacts technology providers much more than creative agencies, which are just white labeling and not integrating multiple platforms.

With so many open sourced products and plugins available there’s a good chance you’re already using third party software. Contactology, for example, uses TinyMCE, the open source HTML editor for campaign editing.

When considering a more robust integration, the premise is still the same as with plugins. The best approach is to find a platform that offers plenty of flexibility to meet your needs:

Can you change the UI to match your color scheme?

Can you iFrame the UI under your existing navigation for consistency of user flow?

Does the API allow you to implement only those features that make the most sense for your customers?

If you can answer “yes” to all of these questions, then you should be able to integrate email marketing into your platform so that the user experience isn’t disrupted in anyway.

This multi-part blog series will consider four questions you should be asking when considering building out your own email platform or connecting to an ESP (Email Service Provider). We’ll try to answer these questions both from the creative agency perspective, as well as the technology provider side.